We think of SMAK as a gathering of independent social media thinkers and doers, ready to join hands in helping brands go regional and international. We want to be able to offer the reach of big traditional agencies while retaining the expertise and can-do attitude of independent ones. The idea immediately made sense to the first agencies we pitched, and we’re glad so many joined that quickly. Although the idea of SMAK originates with KRDS, SMAK doesn’t belong to KRDS, member agencies are free to partner as they please in the best interest of advertisers.